Booth Research Shows What Really Shapes Desire
A recent study from Ayelet Fishbach, Professor of Behavioral Science and Marketing at the Booth School of Business, and co-author Xianchi Dai of Chinese University of Hong Kong. Titled “How Non-Consumption Shapes Desire”, has found if a person is aware of a substitute for something, the longer they have gone without, the weaker their desire for the non-consumed good becomes. Continue reading…
Booth Research: Early Warnings About Goal Completion Found to Be a Buzzkill
New research from the University of Chicago Booth School of Business finds that the positive reaction one would have when succeeding is lessened if it doesn’t follow the expected course. Ayelet Fishbach, a professor of behavioral science and marketing, and Nadav Klein, a doctoral student, published their paper “Feeling Good at the Right Time: Why People Value Predictability in Goal Attainment.” Their research found that when people learned that they had achieved something before their predetermined time, the experience was muted twice — when they learned early, and then when the goal was achieved. Continue reading…
